研究生: |
林琨芳 |
---|---|
論文名稱: |
地方品牌化之形象視覺設計創作與研究 以新店區廣興里為例 Visual Design Creation and Research on the Image of Place Branding Take the Restoration of Guangsing District in Xindian Adminisfration Area as an Example |
指導教授: | 張柏舟 |
學位類別: |
碩士 Master |
系所名稱: |
設計學系 Department of Design |
論文出版年: | 2012 |
畢業學年度: | 100 |
語文別: | 中文 |
論文頁數: | 103 |
中文關鍵詞: | 地方品牌化 、地方行銷 、地方識別 、視覺設計 |
英文關鍵詞: | Place branding, local marketing, local recognition, visual design |
論文種類: | 學術論文 |
相關次數: | 點閱:193 下載:42 |
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近年來受到全球化的衝擊,世界各國或地方的經濟、產業、區域發展都受到影響,而各個地為了要在與全球或地區競爭的情況中找到適合的發展定位與調適,皆不斷努力尋找新方向,而在這波風潮中地方行銷(Place Marketing)則成為新的顯學。
回顧歐美先進國家的都市發展,當他們在經歷類似經驗時,以地方經濟發展來導引全面性地方發展,已是較為可行與必要的方式,政府也為因應這個趨勢,經濟部於98年提出了「97-100年創新台灣品牌商圈四年計畫」,其目的在於整合地方資源,活化在地文化、凝聚地方意識,並用以開創品牌商圈推展。而以地方行銷理論為基礎,擴展出來的地方品牌化理論則是以地方的功能性、自我表現性、情感性等策略識別要素,用於發展地方特色、增進地方的未來,並能有效吸引人才、觀光與投資,增進地方的的競爭力,更能夠符合地方行銷政策,開創品牌商圈之推展。
地方行銷近年來已成為各國、地區甚至是城市的重大議題,但筆者所研究之「廣興地區」目前即因未能有效發展地方特色,而面臨地方沒落、產業蕭條之困境。因此運用地方品牌化的理念規劃視覺上的整體設計,經由統整廣興地區之人文、歷史、產業、觀光、生態等面向,融入地方識別設計的視覺形象規劃與行銷方式,將有助於發展地方特色、再次建造地方形象,進而振興地方的各種相關經濟活動,此為本研究主要目標。
In recent years, the impact of globalization has influenced the economy, industries, and regional development of countries or regions. To find a suitable development orientation and adjustment within the global and regional competition, efforts were made to find new ways in every regional development. During this trend, Place Marketing has become the new dominance.
Looking back on the urban development of Europe, the United States, and other advanced countries, when undergoing similar circumstances, it is a more feasible and necessary mean to let the local development lead the overall local economic development. Our government also responded to this trend. In 1998, Ministry of Economic Affairs proposed “Four-year New Taiwan brand commercial district plan from 2008 to 2011”. Its purpose is to integrate local resources, activate local cultures, cohere with local awareness, and extend to create a brand shopping district. Place Brand theory, based on Place Marketing theory, utilizes its strategic identifying factor such as functions of place, self-expressions, emotions…etc., to promote local characteristics, improve the future of Place and attract human resources, tourism and investment, increase Place competitiveness, then to better meet the local marketing policy, promote the brand to create a commercial district.
Place Marketing has become a national, regional and the city's major issues in recent years. But Kwong Hing area, which the writer has studied, currently faces the difficulties of local decline and industrial depression due to its fail to develop local characteristics effectively. As a result, by integrating the region’s visual elements such as its humanity, history, industry, tourism, ecology, using Place branding to plan the overall visual design, and fusing into the local identity design and the marketing of visual image, would benefit the development of local characteristics, rebuild the local image, and revitalize a variety of local economic activities. It is the objective of this study.
壹、中文部分
一、書籍
王桂沰(2005),企業‧品牌。識別‧形象:符號思維與設計方法,台北:全華。
倪鵬飞(2007),中國城市競爭力報告NO.5。北京:社會科學文獻出版社。
莊瀚華(1998)。都市行銷理論與實踐。台北:建都。
郭國慶譯(1997),市場營銷管理 亞洲版(上),北京:中國人民大學出版社, (原著為Philip kotler)。
郭思妤譯,Kotler、Nancy Lee原著(2007),科特勒談政府如何做行銷。台北:台灣培生教育。
郭建中譯(1999)。Bernd H. Schmitt & Alexander Simonson,大市場美學,台北:新雨出版社。
新形象(1994),名家識別設計,臺北,北星。
陳孝銘(1990),企業識別設計與製作,台南:久洋出版社。
二、論文
江彩禎(2002),地方經濟發展推動機制之探討-以推動觀光發展為例。成功大學都市計畫研究所碩士論文。
林筱珮,(2009), 台北縣金萬地區觀光品牌行銷策略規劃之研究。國立台北大學公共行政暨政策學系碩士論文。
張瑞光 (2009)。生態旅遊產業品牌識別設計與應用—以阿里磅生態農場為例。國立台灣師範大學設計研究所碩士論文,未出版 。
黃昱幃,(2007), 視覺規劃設計導入社區總體營造之探討--以佳陽社區為例。 國立台灣師範大學設計研究所碩士論文 。
藍逸之,2002,台北市全球都市發展定位之研究-企業型都市經營取向下的願景構思,彰化師範大學碩士論文。
三、期刊
汪明生、馬群傑(1998),地方經濟發展與地區行銷—以高雄為例,《台灣土地金融季刊》。第35卷,第3期。
四、法條
地方制度法,第一章,第三條。
貳、英文部分
一、書籍
Aaker, D. A. ([1995] 1998)。《品牌行銷法則:如何打造強勢品牌 (Building strong brands)》(沈雲驄、湯宗勳譯)。台北:商業周刊出版;城邦文化發行。
Baker(2007).Destination Branding for Small Cities:The Essentials for Successful Place Branding,USA:Creative Leap Books.
Chematony, L. D. & Mc Willam, G.(1989), Branding Terminology The Real Debate, Marketing Inlelltgence and Planning, July/August, pp.29-32.
Ghris philo and Gerry Kearns C. (1993). Culture, History, Capital: A Critical Introduction to thr Selling of Places. In Kearns, G. & Philo, C. (Eds.), Selling Places: The City as Cultural Capital, Past and Present (pp1-32). Oxford: Pergamon Press Ltd.
Hankinson, G. and Cowking , P.(1996). The Reality of Global Brands, Maidenhead:McGraw-Hill.
Morgan, N., Pritchard, A. and Roger Pride (2004). destination branding: creating the unique destination proposition, UK:Elsevier Butterworth-Heinemann .
Rainisto, Seppo K(2003).Success factors of place marketing: A study of place marketing practices in northern Europe and the United States. Doctoral dissertation, Helsinki University of Techonology.
二、期刊
Allen, J. (2007) .“Place Branding: New Tools for Economic Development ”, Design Management Review , Spring Vol. 18, No2, pp. 60-68
Cai, L. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720-742.
Fretter, D. A.(1993),Place Marketing:A Local Authority Perspective in Gerry Kerns and Chris Philo(ed.).Oxford:Pergamon.
Gilmore, F. (2002) .“A country :Can it be repositioned?Spain: The success story of country branding.”, Brand Management , Sep/Oct Vol. 39, No5, pp. 271-279.
Hankinson, G. (2007).“The management of destination brands: Five guiding principles based on recent developments in corporate branding theory.”, Brand Management , Vol. 14, No.3, pp. 240-254.
Hankinson, G. (2007).“The management of destination brands: Five guiding principles based on recent developments in corporate branding theory.”, Brand Management , Vol. 14, No.3, pp. 240-254.
Hospers, G. (2004) .“Place Marketing in Europe: The Branding of the Oresund Region”, Intereconomics , Sep/Oct Vol. 39, No5, pp. 271-279.
Kavaratzis, M. and Ashworth, G. J. (2006). “City branding: An effective assertion of identity or a transitory marketing trick. ”, Place Branding ,Vol. 2, No3,pp. 183-192
Kerr, G. and Johnson, S. (2006).“A review of a brand management strategy for a small town — Lessons learnt!.”, Place Branding, Vol. 1, No.4, pp. 373-387.
Kotler, P. and David, G. (2002).“Country as brand, product, and beyond: A place marketing and brand management.”, Brand Management, Vol. 9, No.4/5, pp. 249-261.
Kotler, Philip H.(2003), Marketing Management:Analysis, Planning, Implementation and Control, 11th ed., Prentice-Hell.
Konecnik, M. and Go, F. (2008). “Tourism destination brand identity: The case of Slovenia”, Brand Management, Vol. 15, No3, pp. 177-189
Maurice, E. and J. Henshall (2002). Building and maintaining brand value. International Tax Review, 44–46.
Principles based on recent developments in corporate branding theory.”, Brand Management , Vol. 14, No.3, pp. 240-254.
Pryor, S. and Grossbart, S. (2007) .“Creating meaning on main street: Towards a model of place branding”, Place Branding and Public Diplomacy, Vol. 3, No4, pp. 291-304
Rainisto, S. K. (2003). Success factors of place marketing: A Study of place marketing practices in Northern Europ and the United States. Helsinki: University of Technology, Helsinki.
Smyth, H.(1994),Marketing the City,London:E&FN Spon.
Van Ham, P. (2001). The rise of the brand state: The postmodern politics of image and reputation. Foreign Affairs, 80(5), 2-6.
Warnaby, G. and Bennison, D. (2006) .“Reciprocal urban place marketing and co-branding. Retail applications ”, Place Branding ,Vol. 2, No4, pp. 297-310.
參、網站
行政院,經濟建設委員會 ,網址:http://www.cepd.gov.tw/m1.aspx?sNo=0012783
內政部全省各縣市鄉鎮官方地圖,網址:http://hkc.nctu.edu.tw/4rivers/taiwanarmap/List-Cht-Net.html
經濟部,活化地方商業環境中程計畫,網址:http://gcis.nat.gov.tw/introduction_4_3_3.htm
內政部全省各縣市鄉鎮官方地圖,網址:http://hkc.nctu.edu.tw/4rivers/taiwanarmap/List-Cht-Net.html
經濟部人才網,網址:http://hirecruit.nat.gov.tw/chinese/html/taiwan_05.asp
交通部觀光局,網址:http://www.taiwan.net.tw/
交通部觀光局行政資訊系統,網址: http://admin.taiwan.net.tw/public/public.aspx?no=126
臺灣品牌商圈網,網址: http://gcis.nat.gov.tw/taiwan-go/Index.aspx
新北市資訊服務站,網址:http://www.tpc.gov.tw/web/Home?FP=1064
新北市農業局,網址:http://www.agriculture.tpc.gov.tw/Security/Login.aspx?target=~/Agriculture/Home.aspx
北埔鄉魅力商圈資訊網, 網址: http://www.beipu.net/
新店大碧潭官方網站,網址: http://www.bitan.org.tw/index.aspx
新北市新店區公所,網址: http://www.xindian.ntpc.gov.tw/web/Home?command=display&page=flash
平溪商圈網站,網址:http://www.pingshi.com.tw/
古坑商圈網站,網址:http://www.guken-huashan.com.tw/
三地門商圈商圈網站,網址:http://gcis.nat.gov.tw/taiwan-go/LocalBrand/LocalBrand_02.aspx
南橫三星商圈商圈網站,網址:http://www.jsp.org.tw/sc3cTravel/
愛丁堡城市品牌網站,網址: www.edinburghbrand.com,
首爾城市品牌網站,網址: http://chinese.seoul.go.kr/
多倫多城市品牌網站,網址: http://www.torontounlimited.com/
Hi Seoul,網址:http://tchinese.seoul.go.kr/?SSid=101_03
Palgrave Macmillan,網址:https://secure.palgrave-journals.com/pal/jnlsubject.html
EDINBURGH Inspiring capital,網址:http://www.edinburghbrand.com/Default.aspx